Australia has the highest incidence of skin cancer in the world. One Australian is diagnosed every 90 seconds and 2 out of 3 Australians will get some form of skin cancer in their life. The Cancer Council needed an idea that focused on getting Australians that spend time in the sun to change their behaviour in relation to sun protection.

Traditional campaigns weren’t getting the message across. We asked the question: If there’s a sound to warn us of sharks, why not skin cancer?

We collaborated with award-winning singer/songwriter Ben Lee, to create the Sun Sound, a friendly reminder for Australians to protect themselves against the sun. It can be played at any outdoor area.

We asked the question: If there’s a sound to warn us of sharks, why not skin cancer?

We collaborated with award-winning singer/songwriter Ben Lee, to create the Sun Sound, a friendly reminder for Australians to protect themselves against the sun. It can be played at any outdoor area.Unlike other campaigns where audiences have long forgotten the campaign message by the time they’re in the sun, this idea reminds people to cover up right then and there.

The Sun Sound launched at national surf events held at major Australian beaches as well as at schools, pools, parks and sportsgrounds. It was played on existing PA systems with integrated support from outdoor, press, radio, TV and online media. The sound itself can be easily downloaded by people and played on existing infrastructure.

The launch was news on every major Australian TV network, radio station and newspaper and made international news in 13 countries.

27,000 unique Google searches for ‘Sun Sound’ on the first day, as well as additional media coverage, equated to $3,000,000 in free media exposure.In a 2000 person survey, 96% of those found the Sun Sound helpful.A survey of 7000 students indicated a 40% change in attitude towards tanning from the previous survey.Due to the success of the initial launch the Sun Sound continues to spread to more venues.All this with only a $20k budget.